Aviva Life and Pensions ReBoot Launch with Aviva Initiative and Telematics Research

1. ReBoot with Aviva Launch 

More than Half of Parents in Ireland Have Decided Not to Enrol Their Child in Sport Due to Cost as Aviva Ireland and the Football Association of Ireland (FAI) Launch a National Boot Swap Initiative

More than Half of Parents in Ireland Have Decided Not to Enrol Their Child in Sport Due to Cost as Aviva Ireland and the Football Association of Ireland (FAI) Launch a National Boot Swap Initiative

New Aviva Ireland (Aviva) research highlights the financial pressures facing families involved in grassroots sport

Broadcaster and mum of two Jennifer Zamparelli supports ReBoot with Aviva, in partnership with the FAI, helping families reduce costs and give outgrown football boots a second life

Key findings:

• 51% of parents have decided not to enrol their child in a sport or activity because of the cost
• 80% say the cost of their children’s sports and activities puts financial pressure on their household
• One in three (32%) have reduced spending elsewhere to cover the cost of children’s sport
• 77% have at least one usable pair of children’s sports boots or shoes sitting unused at home, while more than half (57%) have two or more pairs
• Club membership fees (36%), sports clothing and kit (36%) and football boots and other sports footwear (33%) are the biggest sports related costs facing families
• Nearly one in five (17%) have considered taking a child out of a sport because of rising costs

More than half of parents in Ireland (51%) have decided not to enrol their child in a sport or activity because of the cost, according to new research* by Aviva Ireland (Aviva).

The Aviva research, conducted among 750 parents and guardians nationwide, examines the rising cost of grassroots sport and the impact it is having on families, from club membership fees and sports equipment to household budgets and children’s participation in sport. It also explores the opportunity to give outgrown football boots a second life by passing them on to other young players. Football is at the heart of communities across Ireland, but rising costs are making it harder for some families to keep their children involved in the game.

Helping families stay in the game

In response, Aviva, in partnership with the Football Association of Ireland (FAI), is launching ReBoot with Aviva, a free community initiative designed to help families reduce the cost of football by giving outgrown football boots a second life.

How ReBoot with Aviva works

• Register or nominate: Schools and football clubs can register to take part in ReBoot with Aviva, while families can nominate a local school or club to get involved.
• Receive a ReBoot with Aviva Pack: Registered schools and clubs will receive a ReBoot with Aviva Pack containing 2 x ReBoot boxes, along with promotional materials to help raise awareness of the initiative within their school or club.
• Appoint a ReBoot with Aviva Champion: Schools and clubs are encouraged to appoint a ReBoot with Aviva Champion to help coordinate the programme, manage the ReBoot box and promote the initiative locally.
• Donate pre-loved boots: Families are encouraged to donate clean, usable football boots they no longer need by placing them in their club’s or school’s ReBoot box.
• Find a new pair: Families involved with the participating club or school can check the ReBoot box for a pair of football boots in the size they need and take them free of charge, subject to availability. This helps quality boots stay in use for longer while supporting more young players to stay involved in the game.
• Be rewarded: Participating schools and clubs will be entered into a prize draw, with prizes including a €1,000 cash donation, match tickets, a mascot experience at a Republic of Ireland men’s senior home fixture, and an exclusive Aviva Stadium tour.

ReBoot with Aviva promotes a more circular approach to sports equipment, giving outgrown football boots a second life and helping to reduce unnecessary waste. The initiative also complements the FAI’s sustainability strategy and wider work with MyWaste to promote circularity and improved waste management across football clubs.

Supporting the campaign, Aviva has partnered with broadcaster and mum of two, Jennifer Zamparelli, to help raise awareness of the financial pressures facing parents and encourage families to nominate their local club or school to take part in ReBoot with Aviva.

The cost of grassroots sport

The Aviva research found that four in five parents (80%) say the cost of their children’s sport puts pressure on the household budget, with almost one third (31%) saying it is a major source of financial pressure.

Club membership fees (36%), sports clothing and kit (36%), sports footwear including boots and trainers (33%), travel costs (30%) and registration fees (29%) were identified as the biggest pressures on household budgets.

The impact of these costs is influencing participation. Nearly one in five parents (17%) said they had considered taking their child out of a sport because of the cost, while 13% said they had decided against enrolling a child in a new sport.

Giving sports boots a second life

Alongside the financial pressures facing families, the research highlights a significant opportunity to reduce waste and make better use of football boots.

Almost eight in ten parents (77%) have at least one usable pair of children’s sports boots or shoes sitting unused at home, while more than half (57%) have two or more pairs they no longer use.

The findings also show how quickly children outgrow football boots. Many children move through several boot sizes as they grow, meaning parents often find themselves buying new boots while perfectly usable pairs are left sitting unused at home. Almost eight in ten parents (79%) have purchased two or more pairs of football boots during the past twelve months.

Commenting on the initiative, Caroline Cummins, Sponsorship Manager at Aviva Ireland said: “Football plays an important role in the lives of young people across Ireland. It helps them stay active, build confidence and be part of their local community. However, our research shows that the cost of taking part is becoming a challenge for many families.

As part of Aviva’s ongoing support of grassroots football, we’re proud to launch ReBoot with Aviva. It’s a simple idea that can make a real difference. Many families have football boots at home that their children have outgrown but are still in great condition and could help another child keep playing.”

By encouraging families to donate and swap football boots, we can help reduce costs, cut down on waste and support more children to stay involved in the game they love.”

Jennifer Zamparelli added: “As a mum, I know how quickly football boots can become too small. My children both play sport, and my son is mad about football, so I’ve seen first-hand how those costs can add up as children grow.

What I love about Reboot with Aviva is that it’s such a simple idea. So many families have football boots at home that are still in great condition and could help another child keep playing the sport they love.

It’s a practical initiative that helps families save money, reduces waste and keeps children involved in football.”

Sean Kavanagh, Commercial Director at the Football Association of Ireland added: “We are delighted to support ReBoot with Aviva – an initiative that can make a real difference for clubs, players and families across the country. Making football as accessible as possible is an important objective for the FAI, particularly at grassroots level. ReBoot provides a simple and practical way to support families while helping more young players stay involved in the game.

It also supports our wider sustainability objectives by giving good-quality football boots a second life. We are looking forward to seeing clubs and schools across Ireland get behind the initiative.

Clubs and schools can register to take part in ReBoot with Aviva at //aviva.ie/reboot and be automatically entered into a draw for a range of prizes, including a €1,000 cash donation. Families can also help bring the initiative to their community by nominating their local club or school through the website”.

ENDS

*Research conducted by 3Gem Research & Insights on behalf of Aviva Ireland among 750 parents and guardians of children aged 4-17 across Ireland, 2026

For more information, please contact:

Saoirse Whelan

External PR and Communications Manager, Aviva Ireland

saoirse.whelan@aviva.com

087 402 4667

About Aviva 

•       Aviva is the UK’s leading diversified insurer and operates in the UK, Ireland and Canada. Aviva also has international investments in India and China.
•      Aviva in Ireland provides Insurance (general and life), Wealth (pensions, savings and investments), and Retirement solutions to almost 950,000 customers.

2. 2. Telematics press release 

Almost Three Quarters of Drivers in Ireland Support Technology That Encourages Safer Driving, But Awareness Gaps Remain 

New research from Aviva Insurance Ireland DAC (Aviva) shows strong support for technology that tracks driving behaviour, while highlighting gaps in awareness and understanding of how it works

Key findings 

• Almost three quarters (74%) of drivers support using technology that tracks driving behaviour for new and young motorists
• Seven in ten (72%) believe telematics can benefit drivers of all ages
• However, more than a third (34%) still see it as something mainly designed for younger drivers
• Around one in three (31%) were unaware that safer driving can lead to personalised pricing

Most drivers (74%) in Ireland support the use of technology that monitors driving behaviour to help improve road safety, but many are still unclear about how it works and the benefits it can offer. That’s according to new research* from Aviva Insurance Ireland DAC (Aviva).

The Aviva research, carried out among 1,000 drivers nationwide, explores attitudes towards telematics, sometimes known as ‘black box insurance’, which uses technology to understand how a person drives over time.

The findings form part of Aviva’s ongoing efforts to help drivers better understand telematics and how safer driving can benefit both motorists and road safety.

Support for safer driving technology

The Aviva research shows strong support for technology that encourages safer driving, particularly among new and young drivers.

This comes at a time when younger drivers continue to face a higher risk on Irish roads. Industry data** shows that drivers under 24 are 85% more likely to be involved in road accidents than drivers aged over 25.

Road Safety Authority (RSA) data also shows that around a quarter of fatal road collisions in Ireland between 2024 and mid-2026 involved a male driver under the age of 26***.

These findings highlight the importance of measures that can help drivers build safer habits early.

Many drivers also recognise that telematics can have broader benefits. Seven in ten (72%) believe it can benefit drivers of all ages, not just those who are new to the road.

Perceptions and understanding still developing 

While support for telematics is strong, many drivers still associate it mainly with younger motorists.

More than a third (34%) believe it is primarily designed for younger drivers, despite recognising that it can benefit a wider range of motorists.

The research also suggests that understanding of how telematics works remains limited. Around one in three (31%) drivers were unaware that safer driving could lead to personalised pricing.

Irish data**** also shows that drivers using telematics insurance tend to have significantly lower claims frequencies than drivers on standard motor policies, highlighting the link between telematics and safer driving behaviours.

Google search trends point to growing interest in topics such “safe driving”, “telematics insurance Ireland” and “black box insurance Ireland”. This suggests that motorists are increasingly looking for ways to improve their driving habits and better manage their costs.

Interest is growing across the country, with Dublin recording the highest volume of telematics-related searches, followed by Cork, Kildare, Galway and Limerick****.

Taken together, the findings suggest that while interest in telematics continues to grow, there is still an opportunity to help more drivers understand how the technology works and the benefits it can offer.

How telematics policies work 

Telematics policies use a device installed in a vehicle to help insurers understand how a person drives over time.

Although features can vary between insurers, telematics devices generally record:

• how fast you drive
• how smoothly you brake or accelerate
• how you take corners, and
• when and where you drive, including distance travelled

The aim is to build a better understanding of driving behaviour. Depending on the policy, this information can be used to provide driving feedback and help determine pricing based on how safely a vehicle is driven.

Aviva offers telematics-based car insurance, using an in-vehicle device to monitor driving behaviour. Customers can access driving insights through the MyAviva portal, and depending on how safely they drive, may benefit from more personalised pricing at renewal.

Commenting on the findings, Alan Behan, Product and Underwriting Manager at Aviva Insurance Ireland DAC said: ‘’This research shows that drivers recognise the role technology can play in supporting safer driving, particularly for those who are newer to the road.

It’s encouraging that drivers increasingly recognise the benefit of telematics beyond young motorists. At the same time, the research shows that there is still more to do to improve understanding of how the technology works and the benefits it can offer. 

Clear and practical information can help drivers better understand how their driving behaviour can make a difference.”

For more information on telematics insurance, visit here.

ENDS

*according to research of 1,000 drivers in Ireland conducted by 3Gem Research & Insights on behalf of Aviva Insurance Ireland DAC, 2026.

**according to RSA data, as reported here.

***according to data reported by Breaking News here.

****according to the its4women Safest Drivers Report, available here.

*****according to 2022-2026 Google search trend volumes in Ireland.

For more information, please contact:

Saoirse Whelan

External PR and Communications Manager, Aviva Ireland

saoirse.whelan@aviva.com

087 402 4667

About Aviva 

•       Aviva is the UK’s leading diversified insurer and operates in the UK, Ireland and Canada. Aviva also has international investments in India and China.
•      Aviva in Ireland provides Insurance (general and life), Wealth (pensions, savings and investments), and Retirement solutions to almost 950,000 customers.